1. Diffusion of
Innovations

2. Source: Dupont. Retrieved from http://bit.ly/idlZy1

3. What is Diffusion?
The spreading of something more widely.
(photography, theatre, media)
The action of spreading the light from a light source
evenly so as to reduce glare or harsh shadows.
(anthropology)
The dissemination of elements of culture
to another region or people.

4. What is Diffusion of
Innovations?
A process by which
any innovation
is diffused through certain channels
and then adopted over time
among members of a social system
(e.g., a culture, a subculture, an organization, etc.)

5. What is
Innovation?
“Innovation is the
specific instrument...
that endows resources
with a new capacity to
create wealth”
—Peter Drucker

6. Who are Innovators?

7. What are Innovations?

8. What is Innovation?
Simply...
A new idea,
A new method,
A new product,
etc.
How’s this different from an invention?
Something, typically a process or device, that has been created or designed?

9. Characteristics
of an Innovation
• Relative Advantage
• Compatibility
• Complexity
• Trialability
• Observability

10. Relative Advantage
The degree to which an innovation
is perceived as better than its predecessor.

11. Compatibility
The degree to which an innovation
is perceived as being consistent with existing values,
past experiences and needs of potential adopters.

12. Complexity
The degree to which an innovation
is perceived as being easy or difficult to adopt.

13. Trialability
The degree to which an innovation
may be experimented with prior to adoption.

14. Observability
The degree to which the benefits (+ and -)
of an innovation are visible to others.

15. Innovation
Decision
Process

16. Stages
One is exposed to an innovation’s existence
Knowledge
and gains an understanding of how it functions.
Persuasion One forms a favorable or unfavorable attitude toward the innovation.
Decision One engages in activities that lead to a choice to adopt or reject.
Implementation One put an innovation to use.
Confirmation One seeks reinforcement of their decision.

17. Innovation-Decision Process
Re-invention
Continued
Institutionalization Adoption
Perceived Adoption Implementation Confirmation Dissonance
Characteristics
of Innovation
Discontinuance
Knowledge Persuasion Decision Replacement
Disenchantment
Mass Media Interpersonal Uncertainty
Selective Exposure Attitude Reduction
Selective Perception
Later Adoption
Rejection Dissonance
Continued
Rejection

18. Adoption Curve
2.5% 13.5% 34% 34% 16%